September 10, 2023 07:00 PM
Former White House press secretary Jen Psaki criticized the Republican Party’s attempt to rebrand itself away from its “pro-life” label, arguing that it is hard to rebrand something “that customers hate.”
Psaki’s comments come amid reports that Republican strategists are searching for a new term to associate the party with regarding abortion, as the party has dealt with underwhelming election results after Roe v. Wade was overturned. A term that is reportedly being considered by the strategists is “pro-baby,” though Psaki argued that a simple rebranding will not help the party.
“I hate to break it to you, but if you call broccoli ‘candy,’ it’s still just broccoli,” Psaki said on her MSNBC show. “If you tie a really nice bow around a lump of coal, it is still coal under there. The branding isn’t the problem here. The policy is the problem, and no matter what they call it, the truth is, the Republican platform has long been ‘pro-life.'”
Psaki also criticized Republican lawmakers for their opposition to food stamps and parental leave programs, as taking such stances could be considered counter to the “pro-baby” term the party is seeking to get behind.
“It is hard to roll out an effective rebrand for a product that customers hate,” Psaki said.
The Supreme Court ruled to overturn Roe v. Wade in June 202. Since then, the Republican Party has struggled in elections against its Democratic opponents. A poll released ahead of the 2022 midterm elections found that half of voters were more motivated to vote in the upcoming elections because of the Supreme Court’s ruling.
President Joe Biden’s reelection campaign recently announced a digital ad buy tying former President Donald Trump to the Republican Party push for a national abortion ban. The ads also highlighted Biden’s support for reinstating Roe v. Wade.
On Friday, Trump praised the Supreme Court justices who voted to overturn Roe v. Wade, though he claimed that the decision would “probably cost” the Republican Party in the future. The former president’s comments come as he is running for president again in 2024, setting the stage for a potential rematch between him and Biden.